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[其他] Using search marketing to amplify TV buys: SMX East 2016

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一贱终情 发表于 2016-10-5 02:15:58
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Using search marketing to amplify TV buys: SMX East 2016-1 (marketing,attention,fighting,research,includes)
   In this session from SMX East 2016, “ The New 1+1=3: Using Search Marketing to Amplify TV Buys ,” Kerry Curran , Managing Director of Marketing Integration for Catalyst and Itir Aloba-Curi , Director of Advertiser Analytics and Insights for Bing Ads, talked about how we should be using search advertising the amplify the rest of our marketing efforts.
  Consumer behavior

  As consumers, we’re exposed to numerous advertising channels that are fighting for our attention every single day. This includes both traditional and online channels, but what are consumers actually accessing during the key moments that matter? When are they ready to make a purchasing decision?
  During those key moments, consumers continue to turn to search to help guide their purchasing decisions. In a recent study Bing did with Forrester, about 49 percent of consumers view search engines as their number one source to research a purchase. Even more so, 74 percent of consumers really trust search engines, almost as much as they trust the website or the brand they’re researching.
  Consumers use an overwhelming number of channels when researching, and they go back and forth between search and the other channels. That makes it hard for the advertiser to allocate budgets across all channels. While marketers see search as a channel, consumers don’t look at it that way. The see search as the key to their decision-making process.

Using search marketing to amplify TV buys: SMX East 2016-2 (marketing,attention,fighting,research,includes)
  Search budgets to other channels

  While 49 percent of people are using search in their decision, only 45 percent of marketers are leveraging search in their channel mix. That means 55 percent of marketers aren’t using search in their marketing campaigns. That’s a huge disconnect.
  That makes fighting for more search budget hard because search isn’t a “sexy” channel. TV receives 3X the budget that search receives, and while it plays an important role in moving people down the funnel, we need to see a better balance across the media mix to allocate more budget, because the second-screen phenomenon is here.
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一点开门 发表于 2016-10-5 03:08:53
锄禾日当午,一贱终情真辛苦。谁知坛中餐,帖帖皆辛苦!
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方力眠n 发表于 2016-10-5 03:10:02
楼下的小伙伴,速度跟上!
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森浓不绿 发表于 2016-10-5 03:18:46
小弟森浓不绿默默的路过贵宝地~~~
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雪的发丝 发表于 2016-10-5 03:18:48
沙发位出租,有意请联系
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jsjsss 发表于 2016-10-5 03:18:55
秀起来~
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akfql 发表于 2016-10-5 03:25:26
土憋矫情无下限
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筱筱 发表于 2016-10-5 03:45:29
学海无涯,回头是岸!  
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eqeq0123 发表于 2016-10-5 04:24:39
帮顶个帖,攒人品,说不定我就会升职加薪、当上总经理、出任CEO、迎娶白富美、走上人生巅峰,嘿嘿,想想还有点小激动。
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米蓝001 发表于 2016-10-5 04:58:10
我只是路过,不发表意见
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